Time and again studies have shown and verified that web users are many times more likely to click ´organic´ search results rather than promoted (paid) results. This is the reason why you should always create a dedicated website for your business. Below we explain this a bit further – and give you a few tips on how to be successful in organic searches.
Organic search vs. paid traffic
Basically, whenever you do online searches via search engines two types of results will come up at the same time: organic and paid. The former are the website listings that most closely matches the words you have entered in your search, based on relevance. This is also called “natural” search results. In essence, ranking high among such organic search results is what SEO is all about.
The paid results, however, are basically advertisements — i.e. website owners have paid for those websites to appear in connection with certain keyword you might have searched and therefore, of course, they might not be all that relevant to the user after all.
Normally it is easy to tell organic / paid results from one another, as the paid results are most often shown on a shaded background, within border lines, slightly above the organic results, or in other ways made to stand out.
Things to bear in mind when making a landing page
Websites come in as many variations as people can dream up. There really is no ´one-size-fits-all´ solution on how to build the perfect website, as so many different factors weigh in. Most importantly, perhaps, landing pages have different goals, different target audiences, different products/ services and niches. When keeping the all-important quality organic search results in mind, there are some key elements to bear in mind. Some of these include the following:
A “killer” headline
After all, a headline/ name is where everything begins and what is meant to attract attention and entice users to visit your landing page. Your headline should be short – preferably just 10 words or even less – but at the same time also inform the user what your service or product is all about. Ideally, your headline could be complemented by a picture/ logo to carry a strong message
Persuasive sub-headline or “header”
Put simply, you can say that the headline is what makes a user look – the sub-heading should make them stay. Do not underestimate the power of creating an efficient sub-heading to further explain your presence and reflect the purpose of your brand/ product – combined with the right headline it´s a “One-Two-punch”!
It has been shown that the human brain can process images up to 60,000 times faster and more efficient than regular text. Users will be immediately affected by the images and the design work they encounter when arriving to your landing page. Make sure pictures are relevant and reflect your brand and purpose and don’t forget the design.
It’s like when preparing for a date. You want to look good because you know it is not enough to be nice.
Keep in mind that you will lose visitors – if you don´t make them very quickly understand what your product or service is about. Therefore, it is of critical importance that you communicate that message clearly to visitors in a straightforward way; whether in the form of text, pictures, layout or video material, or combinations of these elements – get to the point!
Benefits and value offered
Sub-consciously any site visitor will be looking for answers to the question “what´s in it for me?”.
What is most often referred to as the ´value proposition´ represents the service, feature or innovative approach that makes ´your offer´ attractive to the visitor. Make sure this is presented clearly on your landing page.
A clear and strong ´Call to Action´
Many will argue that this item is the most critical to include on your landing page. Both in communication and layout. What do you want the visitor to do? – what is the next step?
Make sure that this is abundantly clear to visitors so no one is left wondering. Making ´the next step´ easily understood and easy to follow through with is key to a good landing page.
Are you relevant and for whom are you relevant?
When trying to ensure that your site visitors will find what they are actually looking for when arriving at your website (relevance), you should always keep in mind that regardless how amazing you think your website or business is, the only thing that matters is whether you can ´solve´ the visitors´ problem.
Building meaningful ´relationships´ with your site visitors – i.e. conversion of visitors to customers – hinges on your ability to ensure that your services or products are relevant as a solution to the visitors arriving at your site. In order to help build the trust and communicate your competence or product relevance, your landing page should include the following elements (in addition/combination to the above):
- Your introduction
- Addressing of any objections from your visitors
- Showcasing of your talents
- Highlighting yourself/ your brand as subject matter expert (SME)
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Link building: giving credit – and asking the same of others
By means of sophisticated link analysis, modern search engines ´crawling´ the web can discover how pages are related and inter-linked with one another. These links can be described as ´streets´ between pages, taking web users from one place to another.
One of the reasons links are critically important to successful SEO efforts is that search engines, among many other ´basic´ metrics, can also measure such (more or less tangible) characteristics as trust, spam, and authority. Trustworthy sites tend to link to other trusted sites while, conversely, notorious spam sites tend to be linked to other dubious sites and receive very few links from trusted webpages.
Effective and relevant link-building is a challenging task and comprises of a host of different methods. Though we will not try to describe them here at length, they are broadly categorised as:
- “Natural” / Editorial links
- Manual / “Outreach” links
- Self-created / non-editorial links
Though link-building is important, the type of links you choose to apply should be given some consideration, as efficiency, consumer reception and other trends can change rapidly and affect your results.
The Resultify approach
Designing, building and managing an online presence is a must in this day and age. At Resultify we take a holistic approach to this. It is a craft and an art. A sort of growth-hacking one might say. For some of our clients, we design, produce and manage everything. For others, we act as advisories and help them make their crucial decisions.
Are you curious about what we can do for your business? Go ahead – drop us a mail and we will take it from there.